Jian Ai Elderly Charity Center: Lost in Time

A charity devoted to helping dementia patients in China put up an evocative campaign that used patient artwork to educate people on brain health.

Campaign details

Brand: Jian Ai Elderly Charity CenterAgency / Creative: Dentsu Creative ChinaMedia: STDecauxMarket: Mainland ChinaSector: Non-profit


China bears the burden of the world’s largest Alzheimer’s population, exceeding 10 million people living with the disease.

The progression of Alzheimer’s is such that the patient gradually becomes less capable of performing basic daily tasks without assistance. They start to lose cognitive abilities, spatial awareness, and the ability to process language and regulate emotions.

Unfortunately, 70% of those impacted miss out on early detection and treatment. Early intervention could help slow down the disease’s progression...

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